Harman
Harman customer engagement and exhibition design at IFA Berlin by MCCGLC

A truly innovative spin on trade show marketing, next level product displays resulted in a truly Instagrammable event.

Challenge

Challenge

Harman’s products – new launches and existing lines – were the heroes of IFA 2019. The objective was to display them in a dynamic setting that would bring the brands to life.

Each brand (Harman Kardon and JBL) must have its own voice but also coexist in a shared space under the umbrella of Harman International. After huge success in 2018 and 2019, Harman wanted to celebrate and give guests an exciting VIP experience that would attract press attention and create a huge buzz on social media – to reach and engage audiences organically with content produced at the event.

Harman live event with production by MCCGLC at IFA Berlin

Harman’s products – new launches and existing lines – were the heroes of IFA 2019. The objective was to display them in a dynamic setting that would bring the brands to life.

Each brand (Harman Kardon and JBL) must have its own voice but also coexist in a shared space under the umbrella of Harman International. After huge success in 2018 and 2019, Harman wanted to celebrate and give guests an exciting VIP experience that would attract press attention and create a huge buzz on social media – to reach and engage audiences organically with content produced at the event.

Approach

Approach

We brought the features of Harman’s products to life like never before. We wanted guests to be able to see, hear, touch, and feel the benefits the products offer.

The interior exhibition design was carefully thought out and reflected the lifestyle of each brand’s target audience – sleek, modern home interiors for Harman Kardon and fun, relaxed bars and chill out areas for JBL.

We designed a bespoke typography style that reflected the JBL demographic and was used throughout the venue to create a sense of cohesion between indoor and outdoor areas. Secondly, the whole set up had to be Instagrammable.

With a host of tech influencers on the guest list, the demos needed to spark organic digital engagement.

Harman live event design by MCCGLC at IFA Berlin

We brought the features of Harman’s products to life like never before. We wanted guests to be able to see, hear, touch, and feel the benefits the products offer.

The interior exhibition design was carefully thought out and reflected the lifestyle of each brand’s target audience – sleek, modern home interiors for Harman Kardon and fun, relaxed bars and chill out areas for JBL.

We designed a bespoke typography style that reflected the JBL demographic and was used throughout the venue to create a sense of cohesion between indoor and outdoor areas. Secondly, the whole set up had to be Instagrammable.

With a host of tech influencers on the guest list, the demos needed to spark organic digital engagement.

Solution

Solution

With the iconic Funkturm in the centre, we built an extensive double decker structure that included polished, professional meeting areas and relaxed outdoor spaces full of entertainment. The product demo areas were laid out with the flow of visitor traffic in mind, and the 3D and graphics worked together to create a series of distinct experiences that led guests through a coherent Harman brand narrative.

For example, the Pulse Room used mirrored walls and 176 JBL Pulse 4 speakers to visualise sound through infinite reflection and an impressive, synced light and sound display – it was the most shared display at the show. The JBL bar created an oasis in the middle of the hustle and bustle of IFA. It was a way of inviting the press and influencers into the Harman world and giving them a memorable day that would cut through the noise of other brands present.

Harman product displays within exhibition pavilion design by MCCGLC at IFA Berlin

With the iconic Funkturm in the centre, we built an extensive double decker structure that included polished, professional meeting areas and relaxed outdoor spaces full of entertainment. The product demo areas were laid out with the flow of visitor traffic in mind, and the 3D and graphics worked together to create a series of distinct experiences that led guests through a coherent Harman brand narrative.

For example, the Pulse Room used mirrored walls and 176 JBL Pulse 4 speakers to visualise sound through infinite reflection and an impressive, synced light and sound display – it was the most shared display at the show. The JBL bar created an oasis in the middle of the hustle and bustle of IFA. It was a way of inviting the press and influencers into the Harman world and giving them a memorable day that would cut through the noise of other brands present.

Impact

Impact
500+

media visits

1538

dedicated articles
from the press

Harman immersive customer engagement brand experience for JBL product launch at IFA Berlin by MCCGLC
500+

media visits

1538

dedicated articles
from the press

70%

increase in media coverage
from 2018 event

46.5k

views

4.3k

engagements

Harman product pavillion by MCCGLC at IFA Berlin 2019 Harman customer engagement and exhibition design at IFA Berlin by MCCGLC Harman live event design by MCCGLC Harman exhibition and product displays by MCCGLC at IFA Berlin

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